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Consumer Buzz: Touring the Autobahn

May 14, 2012 2 comments

When we last took a spin in our monthly auto data, we found that Subaru owners were the most likely to recommend their vehicles to friends and family. While that’s still true of the 18 vehicle nameplates* we analyzed for this new report, we thought it would be interesting to add some new faces to the mix – and analyze this data by each automaker’s country of origin.

Auto NPS Index - KeyBefore we begin today’s tour, though, let’s review some of the details. By applying the Net Promoter Score (NPS)** metrics system to our May Consumer Survey data, we can see which drivers (i.e. Ford owners, Toyota owners, etc.)  are buzzing about their current cars as well as which think their autos are wrecks. For this new analysis, we took the percentage of a nameplate’s detractors and subtracted them from the number of those who actively promote their current automaker, which helps us evaluate the strength of a brand’s image. We then took these scores and indexed them to the national average of ALL vehicle owners, +18.5%. Please note that all graphics are based on the Net Promoter Score Index, where an index of 100 = average.

First Up: Germany

When one thinks of the European nameplates hailing from this country, the words quality and/or luxury may come to mind…that is, unless you ask a few BMW owners. While each of the German automakers we took a look at (BMW, Mercedes-Benz, Audi, Volkswagen) scored a positive Net Promoter Score, BMW’s rating was the only one to fall below the national average for all vehicle owners (index = 93). The force is definitely with Volkswagen in this grouping [still loving that Super Bowl commercial], where the automaker secures a NPS which nearly doubles that of the overall average (index = 191).

Auto NPS Index - Germany

Next Stop: Japan

What might be more impressive than VW’s 191 NPS index? Try Toyota’s 274. The world’s largest automaker is a word-of-mouth hit with consumers, as is its luxury counterpart, Lexus (index = 261), and one of its staunchest competitors, Honda (index = 239). Of course, the aforementioned Subaru drives away the winner in this region (index = 287). Overall, owners of Japanese nameplates are positively abuzz about their vehicles, each scoring above average:

Auto NPS Index - Japan

Final Destination: United States

In general, drivers seem to have love-hate relationships with the BIG 3. On one hand, it’d be great to “buy American,” but on the other, these automakers have been plagued by bankruptcies, inflated prices, as well as safety and quality issues [insert any number of vehicular anagrams here]. Among some of the U.S.-based nameplates, though, we can find a ray of light; Net Promoter Scores for both Cadillac and Ford index above average. Unfortunately, Chevrolet, Buick, Lincoln, Chrysler, and Dodge suffer from below average ratings. In fact, out of the 18 nameplates we analyzed for this blog, Dodge was the lone automaker suffering from a negative Net Promoter Score (NPS = -0.6%), which means its detractors slightly outweighed its promoters. Lincoln and Chrysler just barely eked out positive ratings with 5.3% and 7.1% Net Promoter Scores, respectively. So while the Detroit automakers are working on turnarounds, it does seem that they continue to be hindered by Americans’ perceptions of their vehicles.

Auto NPS Index - USA

All told, it’s evident that the BIG 3 still have A LOT of work to do when it comes to improving their brand image with consumers, which is key because we’re the ones ultimately doing the buying, right?

Auto NPS Index - Overall

*Select Currently Owned Vehicle Nameplates (Audi, BMW, Mercedes-Benz, Volkswagen, Chevrolet, Cadillac, Buick, Ford, Lincoln, Chrysler, Dodge, Toyota, Lexus, Honda, Acura, Nissan, Infiniti, Subaru) were analyzed for this blog. Respondent counts for each nameplate ranged from N = 42 to N = 1085.

**Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld

The NPS which takes a simple question–Would you recommend us to a friend?–has helped countless organizations better understand “promoters” and “detractors” and paint a clear picture of their company’s performance through the eyes of their customers. By applying the Net Promoter Score*, executives can identify their customer base and move beyond “sufficient” to brand loyalty and growth.

For more information on this data, please contact BIGinsight™.

Source: BIGinsight™ Monthly Consumer Survey – MAY-12 (N = 8789, 5/2 – 5/8/12)

© 2012, Prosper®

BIGinsight™ is a trademark of Prosper Business Development Corp.

Slap a Red Bow on that!

December 14, 2011 2 comments

It is that time of year again, the holiday season. All the amazing sights, smells and sounds like that brand new car sitting outside your house wrapped in a big red bow…wait what!

Ads for automobiles are plentiful year round, but during the holiday season they seem to have more of an abundance of red bows than anything else. This year, I tried to get my parents to gift me a new or used car with a red bow on top (and I did specify the red bow), but then I remembered what kind of compact car my siblings got when they asked for one…a matchbox car. So let me say, that item got crossed off my list pretty fast.

However, just because it is crossed out on my list, does not mean I can stop dreaming of a future car…but which one? What do consumers recommend? (My 98’ Jeep does not make the top list…)

According to the November CIA®, the most recommended automobile from consumers is Lexus with a Net Promoter Score* of 61.8%, followed closely by Subaru (54.7%) and Mercedes-Benz (54.2%).

You can see the rest of the report here. Does your car make it to the top of the list?

So instead of asking for an auto gift for myself, I can give you the gift of auto insights! (It is better to give then to receive!!) Prosper recently introduced the Automotive Android™ Tablet App and InsightCenter™, a uniquetool, that provides a complimentary look at the automotive market through the eyes of the consumer.  

Want to know what consumers are driving, what they are planning on buying, what they just bought, reasons for buying which media influences them to purchase and even Net Promoter Scores? Spend some time with our Automotive InsightCenter.

And remember, if you are asking for a car for the holidays; ask for the red bow…that might be all you get.

 
About the Net Promoter Score (NPS): Respondents were asked to rate, on a scale from 0 (Not at all likely) to 10 (Extremely likely), the probability they would recommend the make/model of the vehicle they currently drive to a friend or colleague. 10 and 9 responses indicate Promoters, 8 and 7 responses are Passives and 0 through 6 are Detractors. NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters.

*Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld

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